Carat Wins Adidas' $280 Million Global Media Account

Beats Out Reebok Incumbent OMD for the Business

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LONDON (AdAge.com) -- Adidas has handed its entire $280 million global media planning and buying business to Aegis Group's Carat, after a winner-takes-all pitch against Omnicom Group's OMD.
Carat has landed Adidas' entire global media planning and buying account.
Carat has landed Adidas' entire global media planning and buying account.

Carat was already the incumbent on the Adidas account in the U.S. and most of the world -- except in the U.K., where Omnicom's PHD had the business. OMD handled the Reebok media account worldwide. The media review followed Adidas' acquisition of Reebok earlier this year.

Publicis Groupe's Starcom MediaVest Group and WPP Group's MediaCom were in the earlier stages of the review, but both agencies withdrew from the competition.

Executives close to the pitch confirmed Carat's win. Adidas is expected to issue an announcement today.